First, the good news: Insurance companies beat out jewelry firms, delivery companies and other industries in terms of U.S. customer satisfaction with how they handle phone calls, according to new research.
The bad news: satisfaction percentages dip considerably when younger clients responses are counted separately.
PH Media Group found that 41 percent of 2,234 consumers surveyed – over two fifths of callers – said they were happy with how the insurance industry handles telephone customer service. That’s well above the overall customer service satisfaction level across American businesses of 32 percent, according to the results.
“The research results suggest the insurance sector is clearly doing something right when it comes to providing a positive caller experience, at least in relation to other industries,” Mark Williamson, sales and marketing director for PH Media Group, said in prepared remarks.
At the same time, insurance companies produced less-satisfactory responses from their younger customers. The survey found that customers ages 18 to 24 are the least satisfied with how insurance companies answer their calls. This customer subset only reported a 31 percent satisfaction rate, versus a 44 percent satisfaction rate with customers ages 55 to 65.
As well, Williamson noted that satisfied customers in the survey remain in the minority. He singled out companies that focus their attention and funding on visual marketing and Internet presence but not so much the telephone, which “remains a crucial aspect of branding, marketing and sales.”
Still, insurers scored far better than other sectors. Coming in a distant second: the motor trade, delivery company and jewelry industries. PH Media Group said that all three achieved a 29 percent satisfaction among customers.
Among the businesses sectors that performed the worst in terms of customer phone calls: Architects, with a 20 percent satisfaction ranking, and businesses in the building trade industry, at 21 percent.
PH Media Group is based in London. The firm provides audio branding services such as on-hold marketing and auto attendant voicing to more than 20,000 clients in 39 countries around the world.
Source: PH Media Group